Roses Blooming in Oman: How the Floral Industry is Boosting Local Business Growth
AL JABAL AL AKHDHAR — The spring rose harvest season in the Wilayat of Al Jabal Al Akhdhar, located in the Al Dakhiliyah Governorate, is attracting an increasing number of visitors, solidifying its reputation as one of Oman’s premier tourist seasons. This period is distinguished by its unique natural beauty and rich cultural heritage, both of which significantly contribute to boosting tourism and supporting the local economy.
This season plays a crucial economic role by empowering family-run businesses and revitalizing traditional industries centered on mountain roses, notably the production of rose water, soaps, and essential oils. These activities offer sustainable income sources and promote entrepreneurship within the community.
Typically spanning from mid-March to late May, the rose season enhances tourism during the year’s first half, creating higher demand for related services and delivering measurable economic benefits to the region.
There are approximately 6,000 rose plants cultivated in Al Jabal Al Akhdhar, producing around 30,000 litres of rose water annually with an estimated market value of RO 210,000. This highlights the growing economic significance of this agricultural sector, deeply intertwined with local cultural traditions.
Ahlam bint Hamad al Qasabi, Director of the Heritage and Tourism Department in Al Dakhiliyah, emphasized the season’s importance as a vital tourism event that showcases the unique identity of Al Jabal Al Akhdhar. She explained that the season creates a community platform where residents and local families actively participate by displaying and marketing various rose-derived products.
Promotional efforts by the Ministry of Heritage and Tourism include producing a promotional video, distributing branded gifts, commissioning a rose-themed artwork, and extensive media coverage. Collaboration with social media influencers, digital advertising campaigns across Oman and the UAE, outdoor advertising in multiple governorates, continuous social media engagement, and a dedicated digital platform for booking tourism packages in partnership with the national travel operator also form part of the comprehensive promotional strategy.
Ahmed bin Salim al Toobi, Director-General of Administrative and Financial Affairs in Al Dakhiliyah, described the spring rose season as an integrated model that harnesses both natural and cultural resources to advance economic diversification. He affirmed the governorate’s commitment to developing the season into a multi-faceted economic and tourism platform, stimulating sectors such as tourism, agriculture, and manufacturing.
According to the National Centre for Statistics and Information (NCSI), visitor numbers to Al Jabal Al Akhdhar reached 222,151 in 2025, ، مما يمثل حدثاً هاماً 9.1% increase from 203,629 visitors in 2024.
This year’s season, organised by Al Dakhiliyah Governorate in collaboration with various public and private entities, features a diverse programme of events. A highlight is the Rose Trail between villages, where around 400 participants engage in activities that combine sports, tourism, and mountain exploration.
The season also includes a specialised academic symposium focusing on the development prospects of Oman’s rose and aromatic plant sector. Discussions will cover investment, export opportunities, and modern distillation technologies. Additionally, awareness and educational programmes aimed at children and families promote environmental and agricultural knowledge through interactive engagement.
Residents of Al Jabal Al Akhdhar remain dedicated to preserving the cultivation of mountain roses and passing down traditional production methods. This cultivation holds profound economic and cultural importance, reinforcing local identity and enhancing the wilayat’s status as a distinguished, year-round tourist destination.
— أونا
Summary:
- Total rose plants: 6,000
- Annual rose water production: 30,000 litres
- Market value: RO 210,000
- Total visitors in 2025: 222,151
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The booming spring rose season in Al Jabal Al Akhdhar presents a strategic opportunity for businesses to capitalize on Oman’s unique blend of natural heritage and tourism, driving economic diversification through agriculture, manufacturing, and tourism services. Savvy investors and entrepreneurs should consider leveraging the growing visitor base and expanding value-added products such as rose water, essential oils, and cultural tourism packages while aligning with ongoing government promotional efforts to maximize impact.
